TNW Sites

Japanese social gaming firm DeNA signs marketing alliance with game developer Nexon

Japanese gaming giant DeNA has announced a new partnership with free-to-play online game developer Nexon that will see DeNA provide marketing support as Nexon brings more games to the Mobage platform.

Nexon already publishes games to DeNA’s service, but the new link-up should bring closer cooperation between the two. The company and its subsidiaries (Nexon Korea and Gloops) have agreed to bring several international and 10 Japanese games to Mobage in 2013. In return, DeNA is providing “top-tier marketing support” focusing on user acquisition and retention for the titles.

“Under this agreement, Nexon and DeNA will collaborate closely on game development and operations on certain games as well as co-develop games to leverage their respective expertise in order to provide unparalleled mobile gaming experiences to a worldwide audience,” the companies said in the announcement.

DeNA recently got an international makeover as it rebranded itself to unite its businesses around the world. A new logo came as part of the move, as did a change in the naming of its international offices. It posted record third quarter 2012 profits of $254 million on revenue of $627 million.

Nexon, which is perhaps best known for the game MapleStory, brought in $304 million in revenue and $80 million in the third quarter of 2012. It acquired Gloops last October for $468 million. It also bought Japanese mobile games studio inBlue last June.